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Concerns have been raised that Unilever is overstating the green credentials of some of the products it sells, thereby misleading consumers.
The Competition and Markets Authority (CMA) said the firm often used “vague and broad claims” with unclear statements around recyclability alongside “natural” looking images and logos.
“We’ll be drilling down into Unilever’s claims to see if they measure up,” said CMA CEO Sarah Cardell.
Unilever is known for brands including Cif, Dove, Comfort and Lynx, as well as food products such Ben & Jerry’s and Hellmann’s.
The latest investigation comes as part of the CMA’s wider probe into greenwashing and follows concerns around how Unilever is marketing certain products as environmentally friendly.
It suggested the firm may be using “broad” statements to suggest a reduced environmental impact, which could mislead consumers if claims about some ingredients are presented in a way that may exaggerate how ‘natural’ the product is.
Certain green claims – particularly in relation to recyclability – may be unclear as they fail to specify whether they relate to all or part of a product or packaging.
“Essentials like detergent, kitchen spray and toiletries are the kinds of items you put in your supermarket basket every time you shop,” Cardell said. “More and more people are trying to do their bit to help protect the environment, but we’re worried many are being misled by so-called ‘green’ products that aren’t what they seem.
“So far, the evidence we’ve seen has raised concerns about how Unilever presents certain products as environmentally friendly. We’ll be drilling down into these claims to see if they measure up. If we find they’re greenwashing, we’ll take action to make sure shoppers are protected.”
Unilever has previously pledged to eliminate the use of fossil fuels in its cleaning products by 2030 as part of efforts to transition the entire firm over to net zero emissions.
But it is also one of the founders of the UK Flexible Plastic Fund – a recycling group that has been accused of greenwashing the use of plastic packaging rather than trying to reduce its consumption.
The CMA said it has contacted Unilever as part of the investigation and will use its information-gathering powers to obtain further evidence.
Depending on how the case unfolds, it could include securing undertakings from Unilever that commit the firm to change the way it operates and taking it to court.
